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Competitor Digital Marketing Analysis

Competitor Digital Marketing Analysis
Competitor Digital Marketing Analysis2019-11-25T16:23:54+00:00

About.

Reverse Engineering Marketing Strategies.

As a marketer I’m fascinated with strategies.  In competitive website niches, why does one website  rise to to the top… when the competing website offerings appears near identical? In my experience it’s almost always the same reasons.  Better product, better systems, better marketing.

I’m an Aussie based in Berlin.  For 10 years back in Australia I ran a digital web/marketing agency. I moved to Europe where I have been Head of SEO / Head of Marketing for multiple startups, spanning the niches of Directory, Marketplace, and SAAS.

I’m a big picture guy.  My marketing strategy is, your marketing strategy should drive your product development.  Many companies do this in reverse,  tacking marketing onto their products.  This is a mistake.  Write your business plan, work out your marketing strategy, build your digital assets around it.  Successful online companies get this right – unsuccessful ones invariably get it wrong.

I built this website to document my experiments pulling apart the marketing strategies of companies to test my theories.

It’s been a lot of fun and I hope you find it useful.

Analysis.

RECENT VIDEOS.

The Secret Stuff

WHAT REALLY MATTERS?

So what are the most often repeated problems I see with the web development and marketing strategies of big websites?
01. PRODUCT AND MARKETING TEAMS NOT BEING ALIGNED.

Your marketing team can bring the people, but it’s the product’s team to ensure that the marketing team has something to tell people about.  If your offering is inferior to the competitions by any discernible amount?  No amount of marketing will bring you success in the long run.

Align your product and marketing teams.  They should be working closely together.

02.PERFORMANCE MARKETING WITH A START GAME BUT NO END GAME STRATEGY

I hear a lot of CEO’s saying “Focus on the 80/20 rule and your Kpi’s”.  This is a great place to start, but a terrible place to get stuck at.  End game for Performance marketing must be following the 100 / 0 rule and focusing on getting everything right. I see campaigns no user personas not considered, user experience glossed over.  Ads served not being a match for the problem the user indicates they need solving.

Each ad needs to be perfect to optimise your performance marketing spend.

03. RETARGETING IS DONE AS AN AFTERTHOUGHT

Retargeting done without consideration of where the user is in their marketing journey.  Creatives that are too busy, the  wrong colours, that are not appealing to their target market. A generic retargeting campaign served to all visitors, rather than a targeted one based on their behavior.

04. WEBSITES BUILT WITH POOR SEO

Yes – page titles, content, links and PR… but it’s much more than that.  When you build big websites, link juice funneling and link juice loss are your major challenges. Websites that don’t perfect the art of link juice funneling don’t achieve top rankings in competitive niches.

Skills.

WHAT I DO

I’m a complete marketer, with skills spanning the whole gamet of marketing.
MARKETING STRATEGY ANALAYSIS 95%
BIG SYSTEM SEO 95%
BIG SYSTEM PERFORMANCE MARKETING 90%
USER EXPERIENCE / PRODUCT ASSESMENTS 90%
SOCIAL MEDIA MARKETING (PAID AND FREE) 85%
RETARGETING 90%
AUTOMATED MARKETING 85%
OFFLINE MARKETING 80%
BRAND DEVELOPMENT 85%
BRAND DEVELOPMENT 85%

Thoughts

I’VE GOT A FEW

Here I write about marketing tricks, techniques, and niches I’ve been checking out.
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What are the most important SEO Factors?

I get this question asked more often than any other.  Additionally, when I analyse the SEO issue of a client's website I am often asked to provide a weighting of the problems.  What should be tackled first, what is going [...]

By |November 25th, 2019|Categories: Marketing Strategies Deconstructed|Comments Off on What are the most important SEO Factors?

FAQ.

ANSWERED

Answers to most of the big questions are here.  Yours not covered?  Please ask via the contact form below
Are you available to do an Analysis of my site?2019-02-01T14:01:23+00:00

Yes – that’s the primary service I provide –  an analysis of your marketing strategy.  I look for problems, opportunities and do a competitor analysis.  On completion you will receive:-

a. A video similar to the one on this site.

b. A written report.

c. In some cases, a sitemap and recommended page layout changes.

If I pay for an analysis, will you publish my video?2019-02-01T14:02:31+00:00

No – the videos published on this site are not client videos, these are just kerbside analysis videos I made for my own interest and so others can see my process.

When I am hired to do consulting, I neither publish the resulting videos or acknowledge publicly I am working with that client without their express permission.

Can I see some references?2019-01-25T10:55:41+00:00

I don’t publish my client list as that would undermine their efforts and the work I have done.  If your company is interested in my services and wants references, I can put you in touch with some clients who have booked me in the past.

Most companies I work with require anonymity, but some, including some Fortune 500 companies, are prepared to go on the record and detail how I have helped them.

What does an analysis cost?2019-02-01T14:04:55+00:00

Many factors will impact the complexity of a website marketing analysis and thus the price.   Typically website size, number of competitors and number of marketing channels to be analysed are the most important factors.  If you are interested in pricing, please fill out the enquiry form and I will provide a custom quote.

 

Can you help with other Channels?2019-02-01T14:05:20+00:00

Absolutely! I can help with Social Media, automated marketing, brand, content and thought leadership creation  – even influencer marketing.

Is that you in the beard?2019-02-01T13:59:47+00:00

Hehe.  No.  I’m an older guy… this guy is just my Avatar.  He represents me visually… but it’s my brain that does the work. :)

Contact.

LET’S TALK.

Wondering how I can help your business?  Me too!  Let’s find out.